properly done, content discovery will keep readers on the platform. Of course good/interesting content for them to consume would be good.
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I guess I would have to say, I would need more information on what properly done would mean.
In addition most of the "onboard the masses" sites do not focus on content they focus on allowing users to find each other and talk about things they find of interest.
properly done would be things like when you finish reading a piece the system has suggested related posts that are actually related.
As I've said before.. all sites depend on content in some form.